Lana Del Rey fronts H&M campaign
Lana Del Rey’s pouty pose lands her the H&M campaign.
Speculation of the pairing first emerged last month but the global retailer had declined to comment on the matter until revealing the news to WWD on Monday.
The chanteuse, who shot to fame with critically acclaimed singles “Video Games” and “Born to Die”, will be the face of both the autumn / winter’12 and Christmas campaigns.
It’s the first time that retro Del Rey, with her Sixties-inspired style and ‘ironed’ hair, has fronted a campaign. That said, she’s no stranger to the fashion world with a Vogue cover in March and a Mulberry bag named in her honor – the “Del Rey”.
Donald Schenider, H&M’s creative director told WWD: “The mood is very L.A. Noir.” Think: Fifties pin-up, tweed, knitwear and blush powder tones à la Del Rey’s delightful angora mix knit (pictured), with a focus on classic feminine style – curves and, of course, the waist. The collection will also include a selection of accessories in wine red.
On top of that, we can also hear Del Rey’s soulful sounds in a cover of 1950 hit “Blue Velvet”, due to air on September 19 on hm.com